PENGARUH ELEKTABILITAS TERHADAP KEPUTUSAN MEMILIH DENGAN MEMPERHATIKAN POLITIK MARKETING SEBAGAI VARIABEL INTERVENING (Studi pada Kemenangan Ridwan Kamil Di Pemilihan Gubernur Jawa Barat Periode 2018-2023)

IRAWAN, ARI (2020) PENGARUH ELEKTABILITAS TERHADAP KEPUTUSAN MEMILIH DENGAN MEMPERHATIKAN POLITIK MARKETING SEBAGAI VARIABEL INTERVENING (Studi pada Kemenangan Ridwan Kamil Di Pemilihan Gubernur Jawa Barat Periode 2018-2023). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh pengaruh elektabilitas terhadap keputusan memilih dengan memperhatikan politik marketing sebagai variabel intervening dengan mengambil studi kasus terpilihnya Ridwan Kamil sebagai gubernur terpilih di pemilihan gubernur Jawa Barat Tahun 2018. Penelitian ini menggunakan metode kuantitatif dengan instrumen penelitian berupa angket kuesioner yang diisi oleh sebanyak 329 responden. Data hasil peenelitian selanjutnya dianalisis secara deskriptif dan kuantitatif dengan menggunakan teknik analisis Partial Least Square dengan bantuam program smartPLS versi 3.28. Berdasarkan hasil analisis PLS diperoleh hasil bahwa baik secara langsung maupun tidak langsung dengan dimediasi oleh variabel political marketing, public figure, personal branding dan work programs berpengaruh terhadap keputusan memilih, hal ini menunjukkan bahwa semakin baik public figure, personal branding dan work programs seorang calon gubernur maka semakin baik political marketingnya yang selanjutnya akan meningkatkan keputusan masyarakat untuk memilihnya sebagai gubernur. Kata kunci : public figure, personal branding, work programs, political marketing, keputusan memilih. This study aims to examine the effect of electability on the decision to choose by considering marketing politics as an intervening variable by taking the case study of the election of Ridwan Kamil as the elected governor in the election of the governor of West Java in 2018. This study uses a quantitative method with a research instrument in the form of a questionnaire questionnaire filled out by as many as 329 respondents. The research data were then analyzed descriptively and quantitatively using Partial Least Square analysis techniques with the help of the smartPLS program version 3.28. Based on the results of the PLS analysis the results show that both directly and indirectly mediated by political marketing variables, public figures, personal branding and work programs influence the decision to choose, this shows that the better the public figure, personal branding and work programs of a candidate for governor the better the political marketing will further improve the people's decision to choose him as governor. Keywords: public figure, personal branding, work programs, political marketing, decision to choose.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 343
Call Number: SE/31/21/357
NIM/NIDN Creators: 43116010413
Additional Information: public figure, personal branding, work programs, political marketing, keputusan memilih.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 306 Culture and Institutions/Kultur, Ilmu Budaya, Kebudayaan dan Lembaga-lembaga, Institusi > 306.2 Political Institutions/Institusi Politik
300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 320.1-320.9 Standard Subdivisions of Political dan Government Science/Subdivisi Standar Dari Ilmu Politik dan Ilmu Pemerintahan > 320.6 Policy Making/Keputusan Politik
300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.9 Political Campaigns/Kampanye Politik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 12 Jan 2022 06:55
Last Modified: 13 Apr 2022 07:46
URI: http://repository.mercubuana.ac.id/id/eprint/54142

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